Overview

This article will describe Venue Replay to Direct Mail, how to create an audience for this product, and some best practices.

Venue Replay to Direct Mail

Venue Replay to Direct Mail allows a Print House to purchase the address file from an existing Venue Replay audience and send mail pieces to those homes. This enables end clients (or Print Houses) to turn foot traffic at a given location into a targetable list of physical addresses based on the MAIDs that we identify within the polygon. Multiple industries still place a significant amount of value on direct mail, and this is another way El Toro can meet that need and provide accurate data.

Venue Replay to Direct Mail provides clients the ability to identify individuals who visited locations of interest (competitors or industry-specific) and send them a direct mail piece.

How-To: Venue Replay to Direct Mail

Step 1: Navigate to the El Toro Portal and click on “Create” in the navigation pane on the left-hand side under the “Audiences” section.

Step 2: Select the “Venue Replay” tile from the options shown.

 

Step 3: Once you have opened the Venue Replay screen, click on the Icon in the top right-hand corner of the map interface. This icon looks like a triangle with circles at each point. Clicking this icon places you in GeoFrame Mode. In order to pinpoint the address you would like to GeoFrame, select the search icon from the left-hand side of the map interface.

 

Step 4: Once in GeoFrame Mode, you can begin drawing GeoFrames. Click to place a vertex or point on the map to begin drawing. Once the first vertex or point has been added, at least two additional points must be placed, with the final point connecting to the first point to complete the shape. You can include as many points as you need to accurately draw your shape.

Please keep GeoFrames to less than 1 square mile in size, and limit the number of GeoFrames per audience to 8.

Step 5: After the GeoFrames have been drawn, select the timeframe that you would like to collect. On the right-hand side of the map interface, enter the start date and end date for the timeframe. NOTE: You can add multiple timeframes to the same GeoFrame by clicking “Add Another Timeframe.”

 

Step 6: After the time frame has been set, name the audience in the box below the stop date, add any additional notes, and click “Save” directly below.

Step 7: Repeat Steps 1-6 for all locations and time frames about which you want to collect data.

Step 8: Once all audiences are saved to your Audience Library, reach out to your sales executive or to support@eltoro.com with the audience links/IDs you are looking to send direct mail to. Please include that you want to use the audience(s) for direct mail, which will help expedite your request.

As a reminder, addresses will be sent directly to the Print House for mailing.

Best Practices

• Make sure to precisely outline selected locations. We recommend that you avoid GeoFrames that cover sections of sidewalks, streets, and shared parking lots, which are likely to collect devices from passersby. This is likely to inflate your audience with people who you are not intending to target. Drawing a GeoFrame that crosses a road will usually pick up devices from drivers.

• Limit the number of GeoFrames to 8 per audience, and size to less than 1 square mile per GeoFrame.

• Cushion the intended timeframe by adding a few hours before and after a specific event occurred.

• If you are targeting large events such as a convention, and you want to make sure to capture the largest audience you can, try to target other areas where attendees are likely to be. For example, also GeoFraming hotels where you know attendees are staying would increase the size of the audience captured.

• Pair the mailing initiative with digital advertising. For recommendations on timing, please reach out to your Sales Executive.

FAQs

• Q: What if my organization does not have a regular print partner or our print partner is not an existing El Toro print partner?

  • A: All of our Direct Mail products, including Venue Replay to Direct Mail, require a print partner to receive data and send mailers. If you currently do not work with a print house, we are happy to match you with one. If you would like to onboard your existing print partner, please reach out to your Sales Executive.

• Q: Are there any minimums for Venue Replay to Direct Mail?

  • A: Yes, we require a list of at least 2,500 addresses. However, you will only be billed for 80% of the addresses you order (e.g. 2,000 out of 2,500) to account for the number of addresses you may drop due to CASS certification.

Need Help?

To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center